The question we get the most frequently from companies is how we measure success.  We believe that measuring success is and always should be about learning and improving.  Companies that keep getting better about delivering their messages to the right people are the ones that will see the most growth and biggest success.

Our approach to measurement in communications has four parts:

  • Set Good Goals – unfortunately, many companies do not currently have marketing goals that align with their business goals.  They are focused on number of followers or number of speaking opportunities instead of creating actions that grow the business.  We have a very specific approach to setting meaningful goals that increase confidence in marketing. Our eBook, A CEO’s Guide to Confidence in Marketing, can be found here.
  • Collect Good Data – once goals are in place, we need to be able to collect accurate data.  This often means investing in marketing infrastructure such as Google Analytics, a social media CMS, a CRM, Cision, or other tools that provide good, clean data.  We also put best practices, such as link tagging, in place. If this is not done and done well, measurement will not be insightful or actionable.
  • Identify Useful Information – not all data is actionable because not all data will tell us what we need to know.  We focus on the most important 5-15 data points in the form of a scorecard. We look at trends over time, comparisons to competitors, and progress toward goal to draw new learnings for our clients.
  • Make Changes – once we’ve measured and learned something new, we act on it.  Our team is constantly recommending new approaches, tactics, and campaigns. Often we push our clients out of their comfort zones based on what we’ve seen works.  

Measurement is important, but only to the extent that it enables improvement. To find out what data your business needs and what it could mean, contact us below: